February 3, 2025

How to Effectively Market to International Students

Boost your international student recruitment with marketing strategies to attract, engage, and convert global audiences.

Introduction

As global competition increases, universities must adapt their marketing strategies to attract students from all over the world. Easier said than done: differences in cultural backgrounds, social norms, and educational systems mean that no single approach will work for everyone.

Still, there are plenty of opportunities for your institution to stand out. Today we’ll take a look at some top strategies for marketing to international students, including getting to know your target audience, crafting compelling messages, making the most of digital marketing channels, and improving communication.

Understanding your target audience

To effectively market to international students, you must understand their motivations and preferences. The more you align your marketing efforts with the values and expectations of different student groups, the more likely you are to attract them.

Demographic analysis

Before you begin your marketing campaign, research your target audiences. A demographic analysis examines the needs, preferences, and behaviours of students from different regions or countries, which can indicate key areas to highlight in your marketing materials.

For example, the QS International Student Survey 2024 found that, when deciding on a place of study, students from China prioritise graduate outcomes much higher than students from other countries. On the other hand, the top priority for students from West Africa was affordability. This means that a campaign on graduate employability may perform exceptionally in China, but might elicit a more lukewarm response in West Africa.

Crafting a compelling marketing message

When done correctly, a well-developed message builds trust with prospective students. Your message should highlight what makes your institution unique while preemptively addressing any potential questions or concerns.

Developing a unique value proposition

A unique value proposition (UVP) sets your institution apart from others. Consider it your elevator pitch: a succinct explanation of why potential students should pick your university over all the others.

In practice, showcasing success stories from current or past international students, offering a glimpse into your campus culture, and emphasising career prospects can be very effective. Your UVP should also demonstrate the academic strengths of your institution; perhaps your professors are particularly well-renowned, or you offer specialised programs and exciting research opportunities that are unique to your institution. If so, ensure that this valuable information is prominently displayed rather than obscured by generic offerings or advertising jargon.

Tailoring messages to different audiences

Here’s your opportunity to put all of the knowledge from your demographic analysis into practice by customising your approach to appeal to specific countries or regions.

Interactive tools like theRACK, eduKUDU’s platform for customised marketing materials, allow you to create region-specific brochures that highlight the programs and services most relevant to students in those areas. For instance, now that your demographic research has shown affordability is a key deciding factor for over 75% of West African applicants, you might choose to create a Nigeria brochure with a dedicated spread for fees and scholarships near the start, as you can be fairly confident that it will be among the first things that your prospective students from that region will look for.

Customised messaging increases the chance of engagement and conversion by giving potential students the feeling that your school is speaking directly to their needs. International students are looking increasingly closer at programmes that will fulfil specific goals and career paths, so tapping into that specificity will set your institution apart.

Leveraging digital marketing channels

We currently live in a digital age. You need to invest resources in keeping an active internet presence if you want to see results. Social media platforms, search engines, and paid advertising are all effective tools for attracting students from different parts of the world.

Utilising social media

Research by Google indicates that people under the age of 34 are more likely to use social platforms to inform themselves about topics that interest them than traditional search engines. This means that establishing a social media presence could be one of the most powerful channels at your disposal to connect with the current generation of young students.

Instagram and Facebook can be used to share visuals, student testimonials, and campus tours. WeChat (in China) or WhatsApp can be used for more direct communication, offering students quick access to information and answers to their questions.

As part of your demographic analysis, make sure that you look into the social media preferences of different regions, as this will vary across the world. Things can change quickly, too. If it’s an option for your institution, a dedicated social media manager who can keep up with on-platform trends and broader developments that might impact your marketing channels (for instance, the potential US TikTok ban) is worth their weight in gold.

Implementing Google Ads Pay-Per-Click (PPC) campaigns

Google Ads can increase visibility for your university, attracting prospective international students who are actively looking for information about studying abroad. PPC campaigns target specific keywords that international students might use when searching for universities or courses abroad. This will allow you to focus on students already interested in studying in your country, making a conversion more likely.

Google Ads also allows you to target specific demographics so that your ad is shown to the right audience at the right time, improving the efficiency of your recruitment campaigns.

Enhancing communication with prospective students

Clear, personalised, and consistent communication helps to guide students through the decision-making process. Keep your communication both relevant and engaging.

Email marketing

Email marketing is a great tool for nurturing relationships with prospective international students. Targeted email campaigns can engage students based on their location, interests, and stage in the application process. 

Personalisation is key. Instead of sending a generic message, use the student’s name, reference the specific courses they are interested in, and tailor the content to match the cultural context of their region. When your students feel valued as individuals, you increase the chances of them taking the next step in the recruitment process.

One of the real benefits of email marketing is the ability to stay in touch over a longer period of time. Updates, reminders and information on how to apply can be easily automated, and the ongoing communication keeps your institution at the forefront of prospective students’ minds when making a decision.

Video and interactive content

Don’t underestimate the power of multimedia! Videos allow you to visually showcase your campus, academic programs, student life, and testimonials. The ability to engage closely with an authentic, interactive representation of campus life helps students to foster a sense of belonging and community before their first semester even begins.

Conclusion

Effective marketing necessitates a targeted, multi-channel approach that resonates with prospective students across various regions and backgrounds. By understanding your target audience, crafting a compelling marketing message, and utilising a variety of digital marketing channels, you can increase your university’s visibility and attract the right students.

Highlighting your institution’s strengths, such as unique programs, sought-after facilities, or notable research opportunities, will set you apart from competitors. Personalised outreach through email marketing and interactive content helps build stronger relationships with prospective students.

By combining these strategies with online platforms such as theRACK you can create engaging, tailored content that speaks to the specific needs of international students. Reach out to eduKUDU today for expert advice on how to make the most of your digital marketing toolkit.